Dr. Mathias Streicher

Assistant Professor

University of Innsbruck - Faculty of Business and Management

Department of Strategic Management, Marketing and Tourism

Universitaetsstr. 15
6020 Innsbruck
Email: mathias.streicher@uibk.ac.at
Tel. ++43 (0) 512 507 72503



Mathias Streicher has earned a diploma degree on business administration at the LMU Munich and a PhD in Marketing at the Leopold-Franzens-University in Innsbruck. Since 2010 he is a member of the marketing faculty at Leopold-Franzens-University where he worked until 2015 on his PhD thesis "The Role of Sensorimotor Perceptions in Shaping Product Evaluations and Brand Choice" (Chairs: Hans Mühlbacher, Innsbruck and Bernadette Kamleitner, WU Vienna). Mathias is also a collaborating member of Prof. Krishna's Sensory Marketing Lab at the University of Michigan.

Areas of Research:
  • Consumer Behavior
  • Sensory Marketing
  • SE Market Research and Brand Development 
Journal Publications:

Streicher, M. C., Zachary Estes, and Oliver B. Büttner (forthcoming),„Exploratory Shopping: Attention Affects In-store Exploration and Unplanned Purchasing“. Journal of Consumer Research. 

Reitsamer, B., M. C. Streicher, and Teichmann, K. (2020) Sensorimotor Experiences in Servicescapes Predict Attitude Formation Through Memory Dynamics: A Longitudinal Study, Psychology and Marketing

Streicher, M. C. and Estes, Z. (2016). Multisensory interaction in product choice: Grasping a product affects choice of other seen products, Journal of Consumer Psychology.

Streicher, M. C. and Estes, Z. (2015). Shopping to and fro: Ideomotor Compatibility of Arm Postures and Product Choice, Journal of Consumer Psychology.

Streicher, M. C. and Estes, Z. (2015). Touch and Go: Merely grasping a product facilitates brand perception and choice. Applied Cognitive Psychology, Vol. 29(3), 350–359.

Schorn, R. and Streicher, M. C. (2013). Conveying Meaning in Brand Names by Using Time-Inverted Messages. Innovative Marketing, Vol. 9 (3), 35–41. 

 Under Review:

Estes, Z. and Streicher, M. C. "It’s All in the Wrist: Shopping Carts Determine Arm Posture and Affect Purchasing“. Submitted to Journal of Marketing 

Awards and Research Grants:

German Market Research Award / Preis der Deutschen Marktforschung 2013 - Best Paper finalist
From the Hands to the Mind: die Relevanz haptischer Eigenschaften von Marken.

University of Innsbruck research grant for young scholars / Nachwuchsförderung Universität Innsbruck 2012
Brand at Hand: Downstream Effects from Brand-Specific Haptics on Knowledge Activation and Brand Choices.

Aktion D. Swarovski & Co 2011 - Fundings / Förderungsbeiträge für die Leopold-Franzens Universität Innsbruck
Consumer Manipulations via Nonconscious Bodily Primes.

News and Media:

Haptica 2014: "Die haptische Signatur von Marken" 

Wissenswert 2013: "Marketing, das unter die Haut geht"  




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